The Myth Of The Moral Protagonist: Brand Activism and Consumer Interpretation of Rebranding Strategies
In recent years, brands have increasingly embraced activism as a strategy to rebrand themselves in the marketplace, reflecting a broader trend of companies striving to resonate with consumers' evolving expectations. However, most available literature on rebranding and repositioning is inward-looking, 'outcome-driven', and diminishes the agency of the consumer; at the same time, literat